Collective Work – Daniel Koh
(Completed during Daniel’s tenure at Tribal DDB, Singapore)
DBS – Living, Breathing Asia
Following a competitive pitch, Tribal DDB was appointed the creative agency-of-record by DBS Bank between Singapore and Hong Kong. DBS is a leading financial services group in Asia, with over 250 branches across 15 markets. Headquartered and listed in Singapore, DBS is a market leader in Singapore with over four million customers and also has a growing presence in the three key Asian axes of growth, namely, Greater China, Southeast Asia and South Asia.
Retaining the tagline ‘Living, Breathing Asia’, the bank builds on its Asian pedigree, and features DBS luminary customers as spokespeople, including homegrown singer-songwriter Kit Chan, hotelier Loh Lik Peng, Hian Goh, co-founder of the Asian Food Channel and many more. We were tasked with new marketing collaterals, environmental graphics, digital initiatives and print ads – which ran in publications like Newsweek, The Economist as well as The Straits Times. And for the first time, the bank embarked on a social media campaign to bring together financial experts to share their views and opinions on banking in Asia.